Wonka confectionery linked to the hit film Charlie and the Chocolate Factory has proved to be a money-spinner for Nestlé Rowntree, with sales of the products approaching the £4m mark just weeks after the launch.
According to ACNielsen, sales of the Wonka bars and sweets totalled £3.6m by August 6, two weeks after going on shelves.
In the week after the release of the film on July 29, sales were £1.4m, and a promotion offering five golden tickets for winners to visit the US boosted interest further.
All three Wonka bars feature in the top five confectionery SKUs, with Wonka Fudgemallow Delight in second place, Triple Dazzle Caramel in third and Nutty Crunch Surprise in fourth [ACNielsen, ROS at August 6].
As revealed by The Grocer (‘Wonka’s pure gold for Nestlé’, The Grocer, August 13, p54), the company is planning new innovations around the brand and to extend its production into 2006.